Intervention for Chronic and Emergency Exposure SituationsIntervention for Chronic and Emergency Exposure Situations

Communication with the PublicCommunication with the Public

Public and MediaPublic and Media Communication Communication in an in an Emergency SituationEmergency Situation

LectureLecture

IAEA Post Graduate Educational Course in Radiation Protection and Safety of Radiation Sources

Module X.9 - Communication with the Public 2

IntroductionIntroduction

Communication with the media and the Communication with the media and the public is an essential part of emergency public is an essential part of emergency response preparedness plansresponse preparedness plans

The objectives of this lesson are to The objectives of this lesson are to present and explain principles and basic present and explain principles and basic ways of communication with the media ways of communication with the media and the public in an emergencyand the public in an emergency

Module X.9 - Communication with the Public 3

ContentContent

Working with the mediaWorking with the media On-On-scene media operationsscene media operations Basic communication principlesBasic communication principles The media interviewThe media interview Media Briefing/Interview Planning Media Briefing/Interview Planning

WorksheetWorksheet The press release/news statementsThe press release/news statements SummarySummary

Module X.9 - Communication with the Public 4

BackgroundBackground

People fear what they don’t understandPeople fear what they don’t understand

Few understand radiation, and most Few understand radiation, and most distrust authoritiesdistrust authorities

Honest, accurate, and timely information Honest, accurate, and timely information builds trustbuilds trust

Module X.9 - Communication with the Public 5

Effective CommunicationEffective Communication

The importance of The importance of effective effective communications communications with the media with the media cannot be cannot be overlookedoverlooked

In any significant emergency, media In any significant emergency, media interest will be highinterest will be high

News is a 24 hour activityNews is a 24 hour activity

Module X.9 - Communication with the Public 6

Communicating with the Media and the Communicating with the Media and the PublicPublic

Why is it important?Why is it important? Provide Provide

information to information to publicpublic

Prevent rumorPrevent rumor

Maintain credibility of response Maintain credibility of response organizationsorganizations

Allow responders to focus on responseAllow responders to focus on response Reduce the psychological impactReduce the psychological impact

Module X.9 - Communication with the Public 7

Principles of CommunicationsPrinciples of Communications

Effective organizations communicate wellEffective organizations communicate well

Less can be moreLess can be more

Have trained communications experts at Have trained communications experts at the executive levelthe executive level

Communication must be on-going and Communication must be on-going and predictablepredictable

Module X.9 - Communication with the Public 8

Principles of Communications (Cont’d)Principles of Communications (Cont’d)

The foundation of trust is opennessThe foundation of trust is openness

Use terms that are simple and easy to Use terms that are simple and easy to understandunderstand

Evaluate your communication program Evaluate your communication program and annual budgetand annual budget

Module X.9 - Communication with the Public 9

The Media The Media

Media outlets – ExamplesMedia outlets – Examples BroadcastBroadcast

Television Radio

PrintPrint Newspapers Magazines

Internet Web SitesInternet Web Sites

Module X.9 - Communication with the Public 10

Working With the MediaWorking With the Media

Media expectations/needsMedia expectations/needs Facts the media wants to knowFacts the media wants to know

Who, what, when , where, why, how? Access to Emergency Manager and On-scene Controller near the Access to Emergency Manager and On-scene Controller near the

accident siteaccident site Production deadlinesProduction deadlines

Module X.9 - Communication with the Public 11

Communication with the Media Communication with the Media and the Publicand the Public When and What FormWhen and What Form

On-going media effort as part of On-going media effort as part of preparedness programpreparedness program

General information leaflets with terms, General information leaflets with terms, radiation units, emergency radiation units, emergency arrangements, and putting risks in arrangements, and putting risks in perspectiveperspective

Background information on radiation Background information on radiation uses and emergency plans for use in uses and emergency plans for use in media briefingsmedia briefings

Module X.9 - Communication with the Public 12

Communication with the Media and the Communication with the Media and the Public (Cont’d)Public (Cont’d)

Identifying/designating individuals Identifying/designating individuals authorized as spokespersonsauthorized as spokespersons

Module X.9 - Communication with the Public 13

Communications with the Media and Communications with the Media and the Public (Cont’d)the Public (Cont’d) Information must be coordinated and approved Information must be coordinated and approved

before release in briefings, interviews, or press before release in briefings, interviews, or press releasesreleases

Designated media gathering pointDesignated media gathering point Joint Information Center/Emergency Public Joint Information Center/Emergency Public

Information Center may be required for large scale Information Center may be required for large scale accidentsaccidents

Module X.9 - Communication with the Public 14

The Press Release/News StatementThe Press Release/News Statement

ContentContent

FormatFormat

““Inverted pyramid style”Inverted pyramid style”

When to write a releaseWhen to write a release

Crucial Information

LessImportant

Module X.9 - Communication with the Public 15

On-scene Media OperationsOn-scene Media Operations

Must not interfere with response Must not interfere with response operationsoperations

Establish “rules of engagement”Establish “rules of engagement”

Module X.9 - Communication with the Public 16

On-scene Media Operations (Cont’d)On-scene Media Operations (Cont’d)

On-scene Controller must establish media On-scene Controller must establish media boundariesboundaries

Monitor the mediaMonitor the media

Module X.9 - Communication with the Public 17

On-scene Media Operations (Cont’d)On-scene Media Operations (Cont’d)

Access to sceneAccess to scene Designated media Designated media

areaarea ““Pool coverage” Pool coverage”

arrangementarrangement Information Information

technologytechnology Visiting Visiting

dignitaries/officialsdignitaries/officials

Module X.9 - Communication with the Public 18

The Media InterviewThe Media Interview

Types of interviewsTypes of interviews Live vs. tapedLive vs. taped PrintPrint BroadcastBroadcast General vs. investigativeGeneral vs. investigative Ambush vs. prearrangedAmbush vs. prearranged Office vs. on sceneOffice vs. on scene

Module X.9 - Communication with the Public 19

The Media Interview (Cont’d)The Media Interview (Cont’d) “Unwritten rules”

Module X.9 - Communication with the Public 20

General Interview GuidelinesGeneral Interview Guidelines

Ten rules of communication during an Ten rules of communication during an interviewinterview

Module X.9 - Communication with the Public 21

Media Briefing/interview PlannerMedia Briefing/interview PlannerWorksheetWorksheet

Date/time/placeDate/time/place AudienceAudience Anticipated Anticipated

questions/responsesquestions/responses Opening Opening

statement/introductionstatement/introduction

Module X.9 - Communication with the Public 22

Media Briefing / Interview PlannerMedia Briefing / Interview PlannerWorksheetWorksheet

Key messagesKey messages Supporting factsSupporting facts Sound bitesSound bites Summary statement/conclusionSummary statement/conclusion Visual aids/handoutsVisual aids/handouts

Module X.9 - Communication with the Public 23

SummarySummary

Importance of communicating effectively Importance of communicating effectively with media with media

Fundamental principles of Fundamental principles of communicationscommunications

Characteristics of the mediaCharacteristics of the media Skills/knowledge requiredSkills/knowledge required Media locations Media locations The press release and guidelinesThe press release and guidelines On-scene focusOn-scene focus Media interview guidelines and worksheetMedia interview guidelines and worksheet

Module X.9 - Communication with the Public 24

Where to Get More InformationWhere to Get More Information

All the references listed in this lessonAll the references listed in this lesson Practical exercise – simulation of media Practical exercise – simulation of media

briefing/interviewbriefing/interview